Campaign for clearer broadband adverts from Which?

A campaign to make broadband advertising more transparent has been set up by Which?.

Which?, the consumer watchdog, is calling for regulators to alter the way broadband is advertised. Currently ISPs can advertise the top broadband speeds which only 10% of their customer may actually receive.

Which? discovered one quarter of people would have gone for a different broadband deal if they'd been better informed of the real speeds they would receive.

ISPs state that there are different elements which can affect the actual broadband speed a customer would receive. "A variety of factors can affect speeds outside of an ISP's control, including customers' internal wiring and equipment," said Nicholas Lansman, secretary general of Ispa (Internet Services Providers’ Association). "As speeds can involve factors beyond the control of the ISP, we would caution against too restrictive rules."

Executive director of Which?, Richard Lloyd, said, "internet connection is now an essential part of modern life so it beggars belief that providers can sell people short by advertising speeds that only 10% of customers could receive.

"We want advertising watchdogs to pull the plug on confusing adverts and ensure broadband providers show the speeds the majority of customers will actually get."

Which? has launched a campaign called 'Give us broadband speed guaranteed,' and you can sign up over here. They found that not many people are aware of the 10% guideline ISPs use to advertise, and that most feel that the speed of broadband was a big element in choosing which provider to go with.